Instant Articles Case Study

Onedio: Reaching New Readers and Building Better Branded Content through Instant Articles

Onedio is a five-year-old Turkish site that publishes listicles, quizzes and articles with a focus on entertainment and culture. Last year, in an effort to deliver content to mobile readers in the quickest and most engaging way on Facebook, the site began publishing 90% of their articles as Instant Articles.

Onedio has since expanded its readership into new countries, increased engagement by leveraging the platform’s unique social feedback features and cut significant costs by extending Instant Articles to its branded content.

We’ll take you through the top results Onedio has seen since joining Instant Articles.

Faster, Better Branded Content

50% decrease in Cost Per Click (August to December 2016) 75% rise in Click Through Rates on Branded Content (August to December 2016)

Over 90% of the company’s revenue comes from branded content with companies like Coca-Cola, Samsung, PepsiCo, P&G and Unilever. Facebook is a key driver of this business and Onedio uses Instant Articles as the best way to engage its followers with this type of content. “We underline that we use Instant Articles in our meetings with brands,” says Ömer Özener, Chief Operating Officer. “It helps create higher engagement and then the brand’s message spreads organically, and gets more organic reach. Brands have commented they really like it. And because it’s so fast, readers don’t leave before it can load.”

Since publishing Branded Content as Instant Articles, Onedio saw a 75% rise in their clickthrough rate and cut cost per click in half. “We knew Branded Content articles would now do better with engagement. But we realized that it also had a big impact on our costs. When the content is more engaging, the click ratios go up, and that drives your cost down,” Özener explains.

More Engaging Media

Onedio publishes photo-driven lists that can be equal parts funny, moving and inspiring. With Instant Articles, readers can react, comment and share any photo, video or gif in an article. As a result, readers can better engage with the content they prefer, and editors can see which photos elicit the most reactions to inform future content.

In the above article, each of the 25 photos has several hundred reactions, with some approaching 1000. “In the listicle format, readers might like one particular item rather than all of them. Now, they can give a reaction to that item or share it with friends. That’s something we can’t do in the mobile web,” Özener says.

Reaching New Readers

Within four months of implementing Instant Articles across its Turkish and English language versions of its written content, Onedio saw significant increases in both traffic and engagement. Traffic rose 42% in that time. The largest gains came internationally on its English language version. Because Instant Articles loads natively within Facebook, it’s not reliant on strong mobile connections, making it easier for certain populations to access content.

“We’ve seen big gains in foreign countries like India and the Philippines with English readers. We believe that’s because of Instant Articles,” says Özener, noting that 57% of Instant Articles readers are new to their content.

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